Archive for the ‘P.R. Ethics’ Category

Are you familiar with the Society of Professional Journalists Code of Ethics? I recently participated in a Twitter chat with SPJ and ethics were the topic of the discourse. The current version of the SPJ Code of Ethics was adopted by the 1996 SPJ National Convention, after months of study and debate among the Society’s members. Sigma Delta Chi’s first Code of Ethics was borrowed from the American Society of Newspaper Editors in 1926.

The SPJ Code of Ethics is voluntarily embraced by thousands of journalists, regardless of place or platform, and is widely used in newsrooms and classrooms as a guide for ethical behavior. The code is intended not as a set of “rules” but as a resource for ethical decision-making. It is not — nor can it be under the First Amendment — legally enforceable. I personally believe that anyone who works for the media or with the media should review this and have it “tatooed” on their forehead. Well, not literally, of course, but certainly figuratively.

Although the SPJ Code of Ethics is required study for most students of journalism and professionals working in the press, I question whether or not many journalists are living by this code based on what I see on daily on network and cable TV news reports (and online outlets) that lack balance and often use sound bites out of context in a way that screams bias.

Since public relations is the source of many news stories, the SBJ Code of Ethics should be adopted by all P.R. Pros who work with the press to maintain journalistic integrity. For easy reference, we’re sharing the code here and you can download the SPJ Code of Ethics as a PDF Poster and even a Bookmark on their website. This is a great resource to have handy in your office.

The SPJ Code of Ethics

PREAMBLE: Members of the Society of Professional Journalists believe that public enlightenment is the forerunner of justice and the foundation of democracy. The duty of the journalist is to further those ends by seeking truth and providing a fair and comprehensive account of events and issues. Conscientious journalists from all media and specialties strive to serve the public with thoroughness and honesty. Professional integrity is the cornerstone of a journalist’s credibility. Members of the Society share a dedication to ethical behavior and adopt this code to declare the Society’s principles and standards of practice.

SEEK TRUTH AND REPORT IT: Journalists should be honest, fair and courageous in gathering, reporting and interpreting information. Journalists should:

Test the accuracy of information from all sources and exercise care to avoid inadvertent error. Deliberate distortion is never permissible.

Diligently seek out subjects of news stories to give them the opportunity to respond to allegations of wrongdoing.

Identify sources whenever feasible. The public is entitled to as much information as possible on sources’ reliability.

Always question sources’ motives before promising anonymity. Clarify conditions attached to any promise made in exchange for information. Keep promises.

Make certain that headlines, news teases and promotional material, photos, video, audio, graphics, sound bites and quotations do not misrepresent. They should not oversimplify or highlight incidents out of context.

Never distort the content of news photos or video. Image enhancement for technical clarity is always permissible. Label montages and photo illustrations.

Give voice to the voiceless; official and unofficial sources of information can be equally valid.

Distinguish between advocacy and news reporting. Analysis and commentary should be labeled and not misrepresent fact or context.

Distinguish news from advertising and shun hybrids that blur the lines between the two.

Recognize a special obligation to ensure that the public’s business is conducted in the open and that government records are open to inspection.

ACT INDEPENDENTLY: Journalists should be free of obligation to any interest other than the public’s right to know. Journalists should:

Avoid conflicts of interest, real or perceived.

Remain free of associations and activities that may compromise integrity or damage credibility.

Refusegifts, favors, fees, free travel and special treatment, and shun secondary employment,political involvement, public office and service in community organizations if they compromise journalistic integrity.

Disclose unavoidable conflicts.

Be vigilant and courageous about holding those with power accountable.

Deny favored treatment to advertisers and special interests and resist their pressure to influence news coverage.

Be wary of sources offering information for favors or money; avoid bidding for news.

BE ACCOUNTABLE: Journalists are accountable to their readers, listeners, viewers and each other. Journalists should:

Clarify and explain news coverage and invite dialogue with the public over journalistic conduct.